Macromarketing Roundtable Commentary—The Export of Marketing Education (original) (raw)

Marketing education in the postmodern age

Journal of Education Policy, 1993

This paper demonstrates that Australian public education is taking up a series of market identities and raises a number of selected matters that caused us concern as we both surveyed the field and the available critical literature and considered the social justice issues which are raised by markets in education. These matters are, first, the inadequacy of current conceptual, frameworks for categorizing various developments and, second, the relative blindness of commentators to the connections between the growth of markets in ...

Marketing and education — A clash or a synergy in time?

Journal of Business Research, 2007

The notion of temporality receives little attention in the marketing literature and even less in recent literature on higher education. This paper discusses the notion of the temporality implicit in liberal higher education (where personal growth is its goal) and the temporality implicit in much of marketing activity. Marketing practice depends upon technique whilst the goal of education is practical wisdom transcending immediate time horizons. This situation creates a potential conflict that the hegemonic power of the market and its reproductive process, marketing, currently resolves. This marketing resolution constrains, enframes and forecloses what education might be.

Marketing Difference: Two Teachable Moments at the Intersection of the Neoliberal University and Geopolitics

Gender a výzkum / Gender and Research, 2017

This article looks at the effects the neoliberal university has on feminist pedagogy when it is practised in a programme that stresses geopolitical differences. The material for the study comes from my experience as a teacher of a gender studies class for a US study abroad programme based in Prague, Czech Republic. The richly researched paradoxes of doing feminist pedagogy in the neoliberal university assume fi rm contours when the geopolitical location of both those 'teaching' and those 'taught' becomes the focus and indeed the 'commodity' to be sold. In my article, I focus on my situation as a teacher in an increasingly precarious educational environment in the Czech Republic, exacerbated by the specifi c framing of the US-based programme and its economic-moral rationality. I refl ect on the ethical discontents inadvertently produced by the teaching experience and related commodifi cation of 'difference'. I argue that the geopolitical context of that commodifi cation is crucial for understanding the local forms and impact of the neoliberal university. The contested standing of gender studies in the Czech Republic, which has been shown to stem in part from the post-1989 developments, intersects with the reform of the Czech science system. By exploring how this setting affects the micro-level of class dynamics and lesson content I show that there is a need to study the repercussions of the neoliberal university as geopolitically located.

From the invisible hand to the invisible handshake: marketing higher education

Research in Post-Compulsory Education, 2002

This article considers that the fundamentals of marketing which were developed to increase business efficiency fail to fulfil the needs of higher education. An alternative premise is proposed based on the notions of temporality, confidence and trust. The article is timely as higher education embraces a business model of competition almost without questioning the appropriateness of the tools it uses.

A seminal framework of marketing schools: revisited and updated

Purpose -The objective is to re-visit and up-date a seminal framework of marketing schools. Design/methodology/approach -The authors provide a conceptual description and positioning of old, modern and recent marketing schools. Findings -Recent developments in marketing -such as services marketing, industrial marketing and relationship marketing -do not fit into the seminal framework of marketing schools.

THE WEST AND THE REST – THE EXTENT OF MARKETING IN HIGHER EDUCATION INSTITUTIONS IN DEVELOPED AND DEVELOPING COUNTRIES

Where the East kisses the West: Marketing Convergence and Divergence in the New Europe

In order to survive on highly competitive market, higher education institutions need to embrace new business models and approaches, including marketing. In mainstream marketing theory it was established that level of application of marketing significantly differs in business organizations in developed and developing countries. The purpose of this research is to test whether the same applies to higher education context. The level of marketing was assessed by research of management approaches of institutions in developed and developing countries. It is discovered that there is a difference and that marketing concept, that implies the highest level of marketing, is more used in developed countries. Elements of this business orientation are also noticed in developing countries, but they need to be further reinforced and integrated.

Teaching marketing to a group of international students: a case study

2019

Trabalho apresentado em 11th Iberoamerican Academy of Management Conference, Bogotá, Colômbia, 4-6 de dezembro 2019, Bogotá, ColômbiaThis document describes a Marketing pedagogical project, developed in Portugal and relates with the specifications of the field of Teaching Marketing to an international group of around 50 students from 10 countries, including local students; two teachers two educational institutions and a deep collaboration with the local government (municipality), This Marketing project output is related with place branding and has already concluded two editions. This aim of this document is to analyze and debate the pedagogical options included in this learning experience and the possibilities of improvements in further editions. In this era of growing importance of the internationalization of research and education, this topic is covered by an important centrality for researchers, institutions and professors In a first stage we share a theoretical framework focused...